Persuasion: The Elements Of Social Psychology And Cults

Persuasion is a process by which a message induces change in beliefs, attitudes or behaviors. From the things that we have learned in Chapter 7, one can see how people's minds can be changed using different elements from social psychology, especially in gangs or cults. Groups thought of as "cults" (groups of people with very strong beliefs) have a lot in common with those who are thought of as "gangs" in our society. They are very similar in certain behaviors. For example, both groups control members' exercise of freedom in thought, expression and belief; both demand obedience without question from affiliated members; both have self-appointed autocratic leaders; and once people join, they tend to go through certain personality changes. Cults,
like gangs, fall in the domain of deviation, and both types of groups encourage members to become specifically dependent on the "group identity." Both gangs and cults recruit members based on the human need to be accepted and be a part of a group that will confirm personal significance. The main difference between cults and gangs is that cults have some spiritual/religious/ideological belief system as their key principle of organization. On the other hand, gangs are commonly perceived as not having a well-developed way of thinking. Furthermore, gangs are more menacing in that they use aggression towards their own members as well as those outside the gang. Disobedience in a cult result in far less severe discipline, and violence against non-cult members is not common behavior for cult members. Most gangs and cults generally use the central route path because of the fact that it is more durable and more likely to influence behavior. They normally target those who suffer from child abuse, have been neglected, have negative environments,those who have no guidance or authority figures, those with a lack of opportunity, and those who they feel are weak and will give in to social/peer pressure. In order to fit in, people will conform to the what they deem necessary to feel like they are a part of something. Membership is less about socialization and more about seeking safety and identity with like-minded people. Conformity leads to positive feelings, attachments, solidarity –and these are what motivate people to continue their behavior (K. Irwin, B. Simpson, Baylor University 2013).